With Maggi's clean chit, Nestle lets ads fly

Four months after running into perhaps its worst credibility crisis, the world’s largest food company Nestle started increasing spending on television commercials, setting the ground for the relaunch of its Maggi instant noodle brand in the country. Nestle India’s percentage growth of ad volume, or secondages of advertising on television, was 96% in September vis a vis August, according to advertising data estimates sourced from various media agencies.

And now, with Maggi clearing the review tests mandated by the Bombay High Court that had lifted a nationwide ban on the instant noodles brand in August and several states lifting their bans, Nestle is expected to advertise aggressively to regain Maggi’s lost ground in retail shelves and consumers’ shopping carts. Media sources have confirmed that the Swiss major will soon launch a new set of TV commercials for Maggi created by McCann World Group.

Nestle’s advertising volume has been mostly decreasing month-on-month since May when the Maggi controversy erupted with allegations of excess lead content that led to food regulator Food Safety and Standards Authority of India (FSSAI) banning Maggi in early June.

Nestle kicked off its relaunch campaign for Maggi on Monday with a print advertisement that said: “Your Maggi is safe, has always been.” The ad goes on to explain that around 3,500 samples of the noodle brand were put to rigorous test in India and in places such as the USA, Canada, UK, Australia, New Zealand and Singapore.

Chandrasekar Radhakrishnan, head of communications and e-commerce for Nestlé South Asia region, said the firm’s consumer engagement services operates 24x7 across all communication channels, including digital and social media. “It is this team which will engage, answer queries and deliver relevant content and information across channels to consumers during the relaunch,” he said.

Last month, Nestle released a corporate campaign to coincide with its 100 years in India, which conspicuously avoided mention of its biggest brand Maggi noodles while features its other brands such as Nescafe and KitKat. Brand consultant Harish Bijoor said, “Besides Nestle preparing for a comeback of Maggi noodles, it also has existing contracts with broadcasters which it would be fulfilling.

Whether Nestle advertises KitKat or Nescafe, has an umbrella impact on Maggi and subliminally connotes Nestle’s message about its food being completely safe.” Marketing insights company Airloyal, which did an instant social media survey on Maggi on Monday, said nearly 65% respondents said they had reacted to the Maggi controversy on social media.

“About 60% of them said they would take to social media yet again to talk about Maggi now that the brand has cleared all tests,” said Raja Hussain, founder & CEO of Airloyal. But 30% respondents said they would not buy Maggi after its relaunch.